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Sales Training London: W.A.I.T. and See
| Guest post by: Marcus Cauchi |
Article Overview: "He can talk the hind legs off a donkey", "she has the gift of the gab", "A born salesman" - are all probably reasons for you not to hire someone? Why? Because they'll cost you a fortune. Anyone who talks more than they listen, anyone who doesn't entice the prospect to talk for at least 70% of the time (i.e. 42 minutes in every hour) is little use to me in sales. They'll bore your prospects into submission or death by powerpoint. Their referral base will be weak. Their relationships will be weak. If I've described you I'm sorry. If I've described your staff, I feel for you. But a simple shift in behaviour could make all the difference to your success and profitability in sales.
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Free Download - Sales Training London: Why Aren't You Making R.E.C.O.N. Calls to Your Customers to Keep Them By Marcus Cauchi |
Sales Training London: W.A.I.T. and See
I came across a very useful little acronym.
W.
A.
I.
T.
Why
Am
I
Talking
It works on 2 levels. Whether you're infront of a prospect, a network contact or with family and friends, Stephen Covey's 5th habit of highly effective people is "Seek first to understand then to be understood". You've probably heard the cliche "You have 2 ears and one mouth, use them in that order". Well if you ask yourself "why am I talking?", you realise that either you may be talking drivvel or not listening to what your counterpart is actually saying.
The other level it works on is that it helps you to find the time to actually consider what has been said by your prospect, and use that understanding to formulate your next question.
It is a fatal flaw in many salespeople that they spend the time that should be listening, half listening and trying to work out what they're going to ask or answer next.
WAIT and you have time (at least 3-5 seconds) to demonstrate you're taking in what was said by the other party and to formulate a better question.
Does this make sense? Think about that for a moment.
Playing the WAITing game also allows you to draw out so much more information from prospects by using listening noises, body language etc than you might otherwise gain.
Remember .... YOUR JOB IN THE SALE IS TO GATHER INFORMATION NOT TO GIVE IT. Telling isn't selling.
So many of us in sales can't wait to prove our worth, demonstrate our credibility by getting up and presenting. This is a big mistake and will cost you tens of thousands in personal income, year on year. And when you establish the cost in terms of lifetime customer value lost, modifying this one behaviour, the costs can run into the millions. What are you doing to make sure you or your people are WAITing for your prospects to tell you how to sell to them? How do you make sure you're gathering the intelligence you need BEFORE you spill your candy and make your presentation.
PRESENTING IS NOT SELLLING. Don't you gain more credibility from the questions you ask NOT the information you give?
(C) Marcus Cauchi & Sandler Systems Inc 2006
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Article Tags: prospect, Stephen Covey
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